GfK Expands BrandTotal Partnership to Mexico

GfK has expanded its partnership with social media analytics company BrandTotal beyond the US, to offer clients in Mexico real-time market intelligence for paid social media.

The global group first teamed up with BrandTotal two years ago, promising them a window onto the world of 'dark marketing', highly targeted campaigns invisible to the general public but making up 88% of social media spend. The firms say as a result marketers often have little knowledge of the ads reaching their most important consumer segments, but their solution allows them to break through this 'measurement roadblock' and see what is being targeted at their custom segments.

Features of the solution include the ability to track competitor activities - including paid, organic and 'dark' campaigns - across multiple platforms; benchmark and optimize campaigns in real-time for custom consumer segments; measure their brand against competitors; and identify and address consumer net sentiment and engagement changes to campaigns over the course of weeks or months.

Ricardo Barrueta, General Manager of GfK Mexico says that with the new solution, 'Mexican companies will now see the whole picture, tracking not just their own social ads, but their competition's ads, including user engagement, net sentiment, creative choices, and beyond. This will help them make the right decisions, at the right time, for more effective marketing strategies'. He adds: 'Companies can even get a granular comparison at the campaign or product level for competitor media and creative'. Alon Leibovich (pictured), CEO & co-founder of BrandTotal. Adds: 'BrandTotal is on a mission to even the playing field in social advertising, enabling advertisers and agencies to see every ad in their category and how consumers react to them. In doing so, we help brands and buyers optimize their own strategies, amplifying social commerce advertising performance and maximizing spend'.

BrandTotal was founded in 2016 and is headquartered in New York, with offices in San Francisco and Israel. A year ago the company raised $12m in a Series B round of investment. Web site: www.brandtotal.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.